True-crime storytelling in walking tours: The case of Jack the Ripper

True-crime walking tours are a type of dark tourism product in which storytelling is an essential yet understudied element. This study addresses this gap by exploring storytelling in true-crime walking tours, using Jack the Ripper tours in London as a case study. Taking a qualitative approach based on participant observation and thematic analysis, it examines how narratives are constructed and delivered to visitors (method). The study highlights the role of storytelling in shaping visitors’ emotional engagement and perceptions of crime history. Findings reveal significant differences between free and regular tours, with regular tours offering greater depth, authenticity, and structured itineraries. Ethical considerations and historical accuracy also play a crucial role in true-crime tour storytelling. Practical implications for the design and delivery of true-crime tours are outlined.